@BaubleBar

Case Study

COMPARITIVE ANALYSIS
 DEMOGRAPHIC
The demographic appears to be
female between the ages of 19-35.

The pop culture references and

millennial tendencies suggest an
age group more clearly defined as
22-28 (by estimate)

Women that are interested in

fashion, food and associated

@BAUBLEBAR
blogs. 

Very feminine aesthetic. Bright

BRANDING THEORY colors and a bold visual aesthetic

suggest confident, feminist
women. Boldness suggests
by Kaylin Brown strength.

BaubleBar is a jewelry company with a modern and millennial-esque vibe. Upper middleclass, to high
Its brightly colored aesthetic is complimented with lifestyle imagery that society women who prefer the
creates a WOW effect. The Instagram page features humor, inspiration, finer things in life and regularly
product pictures, influencers and blog style fashion content. splurge. (fine wine, designer bags)
They travel often and can afford
It is the perfect feed for any millennial professional. The page offers higher ticket fashion items.
quality content that entices interaction amongst its following. The
humorous content combined with the pop culture references invite Married or in a relationship as
"follows" effortlessly.  estimated. Due to lack of
celebratory single life indicators,
Most importantly the page avoids over-selling the jewelry and prefers to flirty content or content to
have the imagery and products speak for themselves.  suggest a party/"yolo"
 lifestyle.
  

Content Categories and

their Popularity Rate
10,500

As you can see in the graph, the

7,875 most popular content was
unrelated to jewelry at all. I
collected data from numerous
5,250
posts, recording the likes and
comments and calculated an
2,625 average for each category. 

The most notable content was

0 that which contained humor (ex.
quotes involving food), millenial
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imagery from tv shows (ex. sex

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and the city), and photos related

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to recent events (ex. the royal

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wedding). 

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 Consistent use of florals and bold colors

Use of
influencers
& Fashion
Jewelry
Bloggers
Flatlays that
are bright and
use thematic
visuals (food)

Celebrates women &

has feminist nature.
ALSO invites the
following to celebrate
fun holidays/special
days
Modelled jewelry that
is congruent with
bright aesthtic. Fresh,
young, fashionable.
Tropical, travel
related imagery -
consistent with
"summer" jewelry
line

Uses pop culture and millenial content to

intrigue demogrphic & increase sharing
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 ContentContent
Content
@BAUBLEBAR Humor
9%
CONTENT BREAKDOWN Misc.flowers.pet Quotes
Baublebars Instagram feed is made up of mostly jewelry flat lays, modeled
13% 2%
pieces and fashion influencers. Although the humor/millennial/quotes
Millenial
receive the most engagement, that is not a telltale sign of the brands social Travel
media success.  9%
10%
The beautifully displayed jewelry is at the forefront of their page and
successfully convinces the buyer to shop. The Instagram has beautifully
integrated its jewelry into a lifestyle brand. The pieces are combined with
the well thought out themes (tropical summer, christmas etc.), integrating
travel, luxury and fashion for a well rounded and intriguing feed.  Influencers/Blog
Jewelry Excl.
14%
The big takeaway? A large variety of essentially the same content is key. 23%
Baublebar is good at what they do because they integrate their flatlay
jewelry shots with donuts & they create travel wanderlust by posting Modeled Jewelry
fashion shots on the beach. It is a well diversified feed that intelligently
pulls at the modern day womans' key interests: food, fashion and fun. 
19%

Baublebars ability to be transparent and show their fun attitude is within

their millennial content. Using pop culture and recent events to show a
relatable and inclusive brand. It would be well recommended to post more
of this content for fast growth as its clear it receives the most engagement
and shares. However ts important to stay true to the core purpose; Jewelry
sales.
  

#1 Most Posted Visual

Jewelry Flatlays Jewelry Modeled

Beautiful, bright bold. Sells jewelry.
Color blocks, texture, simplicity. Demonstrates wearability and fashion
Jewelry 100% display. Creates a "I want that look" reaction
Misc. elements add interest. Showcases overall brand aesthetic

Millenial / Pop Culture Influencers

Relevant, shareable, nostalgic. Creates a community
Humorous captions. Expands audience
Most engagement - leads to wider audience. Gets everyone involved- just tag us in your
Stay in style, keep up to date on whats "in" fashion posts etc.
Low cost marketing with huge results.

Travel / Destination Fashion

Adds a visual element to balance out sales. Flatlays are in right now
Beautiful scenes makes people linger on content. Demonstrate high fashion
Makes women want to follow to keep seeing Shows wearability of products/pieces
such awe inspiring destinations. Fashion and style inspiration
Lifestyle inspiration

Funny / Humor Pets + Flowers

Really hits on female interests/vulnerabilities
Shareable, fun content. Gratification of seeing flowers
Encourages comments with "call to action" Positive cuteness of animals increase moods
captions and community feel.
Adds value to the followers life
Misc.
Quotes Everyone gets a rush from seeing drinks and
they get an urge to enjoy life and be ultra
Relatable, feminine content feminine.
Daily inspiration. Some images will create FOMO
Generally welcomed by female audience.

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@BAUBLEBAR
SCHEDULE + 'STORIES'
BaubleBar seems to have no consistency or pattern of posting. However,
the page does feature women wearing their purchased products on the
story (their photo, tag and product name). They encourage people and
write "tag us to show us how you style your baubles" in an effort to
accumulate photos of real purchases. This conveys brand integrity and
trust from their consumers. This is posted regularly and makes up for any
lapses in content.

Of course, ideally an Instagram account should build anticipation among

its following. Having set post times and consistency to the amount of
content posted is a surefire way to gain trust and a loyal demographic.

ELEMENTS TO MIRROR
Visually pleasing consistent imagery: Baublebar sticks to a theme and a color
scheme. It has a clear brand vision when it comes to the look and feel of the
page. It also changes dependent on the seasons and jewelry line releases.
A variety of content: Keeps the follower engaged and encourages longterm
loyalty while reducing boredom. Also reduces the "forced selling" feel.
Posts stories to stay relevant and remain at the forefront of the followings
'highlights'. Also encourages interaction, direct messages and product tags.
Light hearted and relatable content aimed at the millennial age group.
Humorous quotes, photos and captions that increase shares and exposure.
Engagement: Comments and responds to its following.
Integrated 'Shoppable" posts with product tagging

TO NOTE
Spikes in engagement from humorous/pop culture content are due to shares and tags which increases following in spurts.
Flatlays and product images may not get "the highest amount of likes" but they are necessary and must be posted often for
conversion rates. Product sales are our main priority and content aimed at positioning the jewelry pieces in the best light will be
the number one goal.

Baublebar has developed an iron strong brand and aesthetic. Its following has been in the making for many years so it has had
time to gain full maturity. If we can replicate some of its main strategy, we will surely create a beautiful and strong brand. I feel
confident that with this competitive analysis, we can create a brand that has its unique aesthetic but still remains true to a fool
proof social media structure. 

*Hashtags have not been addressed in this report. It is my belief that due to Baublebars huge audience and high level of
exposure they have surpassed the need for hashtags. As a beginner brand we will have to use many hahstags to create exposure. 

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